Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Rizqi, Muhammad Firman
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
From Clicks to Carts: How Sales Promotion, Price, and Ease of Use Drive Purchase Decisions on Shopee Rizqi, Muhammad Firman
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.25

Abstract

The study aims to analyze the influence of sales promotion, prices, and perceived ease of use in app use or perceived ease of use on purchase decisions on shopee applications. The data used in this study was obtained from questionnaires (primary). The sampling method uses purposive sampling method. The number of samples used by 125 students of the Faculty of Economics and Business University of Brawijaya. The analysis method used is the descriptive analysis method and Double Linear Regression analysis with the IBM SPSS for windows application. The findings of the study suggest that sales promotion factors, prices and perceptions of ease in application use have a positive and significant effect on purchase decisions on shopee applications. Based on the results of the anova test and regression coefficient (Standardized Coefficients Beta) showed that the variable sales promotion, price and perceived ease of use proved significantly positively affect the purchase decision on the shopee app with a value of p <0.05, meaning all hypotheses were accepted in the study. From the results of this research, Shopee can use several strategies to improve purchasing decisions for its consumers, including improving promotional strategies, transparent pricing policies, improving user experience, focusing on product quality and sustainable market research.
Co-Authors